TESTING MY
INSIGHTS fragrance project
SASKIA RIMBAUT / N0646378 / FASHION COMMUNICATION AND PROMOTION
FRAGRANCE PROJECT
Content 3
Intro
5 Urbanisation 6 Potential Competition 7 Consumer Profile 8 On-The-Go 9 Potential Competition 10 Consumer Profile 13 14 15 16 18 [2]
Stress and Anxiety Potential Competition Consumer Profile The Big Idea References FRAGRANCE / INSIGHT - / CONCEPT
INTRO A report comparing and testing my three insights with the purpose of identifying the strongest idea to develop further.
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Climate change. Urbanisation. Biotechnology. Those three narratives still taking shape are developing a long arc likely to dominate this century. (BRAND, 2009) Stewart Brand AMERICAN WRITER
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FRAGRANCE / INSIGHT 1 / CONCEPT
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cONCEPT URBANISATION 3
67%
of the world’s population will be living in cities by 5
2050
2015 UN REPORT
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M
y first insight was triggered by the news of the Chinese government lifting the one child policy. This led me to look into the effects of developing urbanisation occurring worldwide. After visiting a friend living in London, and seeing where she was currently living, then attending 2 house viewings for her upcoming move, I got to see first-hand how little space you get for your money. We viewed a single room for rent, which would
cost ÂŁ700 per calendar month: a price which compared to other options in the area is good value. According to a recent UN report, currently half the population are under the age of 29, whilst a quarter are under the age of 15. Statistically young people already make up the largest proportion of people living in cities now, and as the population grows to an estimated 8.5 billion by 2030, this statistic is only set to grow.
FRAGRANCE / INSIGHT 1 / COMPETITION
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POTENTIAL
CoMpetition 6
What makes our idea different? The market currently is focussed on DIY, and the bulk of competition remains on sites like Etsy, where people make things to sell. If the product was more widely available in mainstream shops, ie Boots and Superdrug we would have little trouble with competition.
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relaxing luxurious
new routine happy unwind
time-efficient
Fun [6]
FRAGRANCE / INSIGHT 1 / COMPETITION
I
thought about the disadvantages of living in such small spaces, the most prominent being the dramatically smaller bathrooms and kitchens. Among working classes, having a bath in the majority of London flats is almost unheard of.
A proportion of the London-dwellers I asked said they once were avid Lush buyers, but being restricted to a shower had broken that interest. I realised that whilst there were many shower gels and oils on offer, nothing mainstream offered the same overall experience as a bath
bomb. We began contemplating how we could manufacture a product that would have the same relaxing and fun aspects of a bath bomb: the scent and colours, and market as a shower bomb.
Asian and Middle Eastern countries have proven to have the highest degrees of urbanisation currently, so this would be a potential large target audience. Having started university in September, another thing I noted many people complaining about missing from home was their bath, so this is an idea that could be a huge success with students too.
Countries with the highest degree of urbanisation Belgium
Kuwait
Qatar
Hong Kong
Singapore
96%
97%
97%
98%
98%
99%
- Female working adult or student - Living in small space with limited bathroom space - Already has an interest in bath products - Likes candles and products that make them feel at home - Busy lifestyle and wants to relax and save time Summary from UN world and London population statistics
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9
99%
100%
100%
101%
Consumer PROFILE
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FRAGRANCE / INSIGHT 1 / CONSUMER
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cONCEPT &
COMPETITION ON-THE-GO
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M
NIGHT
DAY
y second insight was focussed on urban living, and increasing proportions of the world’s population living in urbanised areas. A large advantage to moving into cities is the increase in availability in jobs, which means many of the people moving here will be graduates looking for work and experience, roughly in their 20s. Living in a city requires more organisation and time management skills, as travelling back and forth can be costly, and as I experienced, the tube at peak time is something to be reckoned with.
From the people we surveyed, 53% wear different fragrances for day and night. During a fragrance workshop we took part in, we discovered that different elements clash or work well together, and small changes make a big difference. It occurred to us that if people are layering their favourite fragrances over one another, as we all often do when pushed for time, the fragrances were probably clashing and not emanating as they should. Focussing on the idea of space saving products, we looked into a fragrance called Molecule 01, a product with only one ingredient, Iso E Super.
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A woman’s perfume tells more about her than her handwriting. (DIOR, 2016) Christian Dior
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FRAGRANCE / INSIGHT 2 / CONCEPT
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What makes our idea different? Molecule 01 has almost non existent marketing. When we found it in Libertys, if you werent aware of the way it works you would have assumed it had no scent. The only other notable 2-in-1 perfume on the market is Britney Spears, so our idea would bring a more classy and accessible edge
I
so E was one of the ingredients we tried during the fragrance workshop, and I noted that oddly it didn’t have a very noticeable scent. The idea with this ingredient however, is that it reacts on the skin, and smells different on everybody. If it’s possible for a scent to smell different on everyone, there will be less of a need for people to own many different fragrances. As well as this, the ingredient reacting with your natural scent means this is a fragrance suitable for men too. This ingredient manufactured in different strengths could create a fragrance that can be layered, one for day and one for night, without clashing.
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FRAGRANCE / INSIGHT 2 / COMPETITION
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- Busy working woman - Between graduate and child bearing age - Working in a city centre - Has a very active social life Summary from UN world and London population statistics and Guardian article on London living
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easy exciting routine Fun
Consumer PROFILE
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interesting custom Innovative
personalised
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FRAGRANCE / INSIGHT 2 / CONSUMER
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"
The unnatural and the strange have a perfume of their own
(PESSOA, 1906)
Fernando Pessoa
FRAGRANCE / INSIGHT - / CONCEPT
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" 13.3
million working days are lost per year due to stress, depression and anxiety. (MENTALHEALTH.org 2016)
Mentalhealth.org
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FRAGRANCE / INSIGHT - / CONCEPT
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cONCEPt M
indfulness and focus on a healthy mind is a huge trend we have seen grow largely in the past year or so. The idea is particularly present on Instagram, enabling mental health in becoming less of a taboo. Famous bloggers and YouTubers Tanya Burr, Zoella and Gabriella Lindley discuss their experiences in online videos in an effort to spread awareness and help their viewers.
I recently visited Urban Outfitters, and amongst their usual selection of gifts, I noticed several products that suggested a nod to the trend, including a mindfulness book and sprays featuring labels like “awaken” and “serenity”. It occurred to me that whilst the majority of the awareness around this topic is taking place online, there are not enough tools and ways of dealing with it that are discreet and accessible on the go.
I discovered Scentee, an iPhone Scent attachment originally developed and sold in Japan that goes hand in hand with a downloadable app, where you can choose
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STRESS & ANXIETY scents. Currently it’s being marketed as an entertainment device and tool for changing the taste of food, the idea being that scent influences humans’ perception of taste, by smelling a different aroma such as steak while eating bland food, the body can be tricked into believing it is eating a much tastier meal.
I feel this is a very limiting way of marketing, and whilst it is interesting and working for now, as with many products like this, there is a large gap in the market for additional downloadable apps with different purposes. As so much of the mindfulness demographic is held online, I saw the next step could only be a technology based solution. Whilst the sprays I saw in Urban Outfitters offer a different possible solution, they’re not practical in price and having to carry them around with you. An app with the Scentee attachment would we discreet and interchangeable, whereas with a conventional spray you’d be limited to only one scent.
FRAGRANCE / INSIGHT 3 / CONCEPT
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POTENTIAL
Competition 22 25
3
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What makes our idea different? Headspace would be the number one competitor as the leading mindfulness app, however our brand would have a different approach within the senses, focussing on scent, not meditation. [ 14 ]
FRAGRANCE / INSIGHT 3 / COMPETITION
freedom
calm senses discreet cool Wellness
- Male or female with possibly stressful lifestyle - Suffers from stress or anxiety - May sometimes struggle to sleep - Hard working and on-the-go - Enjoy gadgets and technology - Addicted to their phone Summary from Work Related Stress reports by HSE and NHS
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therapeutic
CONSUMER PROFILE
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FRAGRANCE / INSIGHT 3 / CONSUMER
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Big Idea RECOMMENDATION
T
OUR BRAND
he idea I’d recommend would be the urbanisation trend and the shower bomb. The number of people going to university has reached a record high, so I feel we have a huge demographic for sales both in the student population, and those living in inner city areas, in the UK and growing developing countries such as Qatar and Singapore, so there would also be an opportunity to grow our brand out of the UK.
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FRAGRANCE / BIG IDEA
FRAGRANCE / INSIGHT - / CONCEPT
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Image references Figures 3, 4, 5, 9, 11, 23, 24, 25 all my own images (2016) 1 Unknown, (2014), Noble New Yorkers [ONLINE]. Available at: http://noblenewyorkers.tumblr.com/[Accessed 19 March 16]. 2 Unknown, (2016), New York City [ONLINE]. Available at: https://www.pexels.com/photo/skyline-buildings-new-yorkskyscrapers-2324/ [Accessed 19 March 16]. 6 The Redolent Mermaid, (2016), Etsy Shower Bombs [ONLINE]. Available at:https://www.google.co.uk/search?q=images&biw= 1366&bih=643&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjrhYGz28_LAhWDPRoKHRWpBiAQ_AUIBigB#tbs=isz:lt%2Cislt:xg a&tbm=isch&q=etsy+shower+bomb&imgrc=chqqNVD78Rx4yM%3A[Accessed 19 March 16]. 7 POPSUGAR, (2016), DIY Uplifting Shower Bombs [ONLINE]. Available at:http://www.popsugar.com/smart-living/DIY-UpliftingShower-Bombs-34151062 [Accessed 19 March 16]. 8 Unknown, (2016), Woman [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2&biw=136 6&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cislt:svga&tb m=isch&q=woman+outside+with+books&imgdii=unjgiLaxk5d-1M%3A%3BunjgiLaxk5d-1M%3A%3BZN413L5aLFzCBM%3A&i mgrc=unjgiLaxk5d-1M%3A [Accessed 19 March 16]. 10 We Heart Beauty, (2016), Lush Cosmetics [ONLINE]. Available at: http://we-heart-fashion.com/lifestyle/lush-cosmetics/ [Accessed 19 March 16] 12 Cult Beauty, (2016), Molecule 01 [ONLINE]. Available at: https://www.cultbeauty.co.uk/escentric-molecules-molecule-01. html [Accessed 19 March 16]. 13 Unknown, (2016), Britney Fantasy [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2& biw=1366&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cislt :svga&tbm=isch&q=britney+spears+fantasy+twist&imgrc=z1KbE8jllPYJUM%3A[Accessed 19 March 16]. 14 Unknown, (2016), Britney Fantasy [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2& biw=1366&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cislt :svga&tbm=isch&q=britney+spears+fantasy+twist&imgrc=9MnOivjqHcLeaM%3A[Accessed 19 March 16] 15 Unknown, (2016), Bubble Molecules [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2 &biw=1366&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cis lt:svga&tbm=isch&q=bubbles&imgrc=NoVtVd9tThPLrM%3A[Accessed 19 March 16]. 16 Phillymag, (2016), Makeup [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2&biw=13 66&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cislt:svga&t bm=isch&q=woman+touching+up+makeup&imgrc=cLlbw2cfgufPgM%3A[Accessed 19 March 16] 17 Unknown, (2016), Woman on Laptop [ONLINE]. Available at:http://eviephallon.com/category/uncategorized/ [Accessed 19 March 16] 18 Your Coffee Break, (2016), 4 Reasons to Never Be Late [ONLINE]. Available at:http://www.yourcoffeebreak.co.uk/ lifestyle/26338749366/4-reasons-to-never-be-late/ [Accessed 19 March 16]. 19 ELLE, (2013), New Face of Burberry [ONLINE]. Available at: https://www.google.co.uk/search?q=half+and+half+face&espv=2 &biw=1366&bih=599&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjku-DRl9DLAhVJrxoKHcUwBaEQ_AUIBigB#tbs=isz:lt%2Cis lt:svga&tbm=isch&q=cara+delevingne+burberry&imgrc=mxdxrWIl5plvBM%3A[Accessed 19 March 16]. 20 Google Images, (2016), Pink Smoke [ONLINE]. Available at: https://www.google.co.uk/ search?q=molecule&source=lnms&tbm=isch&sa=X&ved=0ahUKEwia7IrUwsfLAhVCxxQKHUxcAz4Q_AUIBygB&biw=1366&bih=6 43#tbm=isch&q=smoke&imgrc=PrjDIDtlM2b0mM%3A[Accessed 19 March 16]. 21 Google Images, (2016), Pink Smoke [ONLINE]. Available at: https://www.google.co.uk/ search?q=molecule&source=lnms&tbm=isch&sa=X&ved=0ahUKEwia7IrUwsfLAhVCxxQKHUxcAz4Q_AUIBygB&biw=1366&bih=6 43#tbm=isch&q=scentee&imgrc=52dHkIFn5ZbFBM%3A[Accessed 19 March 16]. 22 Google Images, (2016), Headspace [ONLINE]. Available at: https://www.google.co.uk/search?q=headspace+app&espv=2&biw =1366&bih=643&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj0hvDr6dHLAhUGVxoKHQtDBF8Q_AUIBygC#imgrc=4o5JHGwnk cxXeM%3A[Accessed 19 March 16]. 26 Unknown, (2016), Man [ONLINE]. Available at: https://www.google.co.uk/search?q=headspace+app&espv=2&biw=1366&bih =643&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj0hvDr6dHLAhUGVxoKHQtDBF8Q_AUIBygC#tbm=isch&q=stressed+man&i mgrc=-Ysuf_bui9SrzM%3A [Accessed 19 March 16]. 27 Unknown, (2016), Iphone [ONLINE]. Available at: http://home.bt.com/tech-gadgets/phones-tablets/how-to-sell-youriphone-11363832058206 [Accessed 19 March 16]. 28 Unknown, (2016), Asleep [ONLINE]. Available at: http://www.wisegeek.com/what-is-sleep-debt.htm[Accessed 19 March 16]. 29 Unknown, (2016), City [ONLINE]. Available at: https://www.google.co.uk/search?q=urbanisation&espv=2&biw=1366&bih=5 99&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjv7Yu54MrLAhUGiRoKHdyaA-EQ_AUIBigB#q=sketch+of+a+city&tbm=isch&tb s=isz:lt,islt:xga&imgrc=PQmALAPKpuUZCM%3A[Accessed 19 March 16]. 30 Lumene Research, (2016), Positioning map [ONLINE]. Available at: http://lumene-research.blogspot.co.uk/2010_12_01_ archive.html [Accessed 20 March 16]. 31 Google Images, (2016), Dubai [ONLINE]. Available at: https://www.google.co.uk/search?q=urbanisation&noj=1&tbm=isch&s ource=lnt&tbs=isz:lt,islt:xga&sa=X&ved=0ahUKEwibz625l9TLAhWEYZoKHVD7DIAQpwUIFQ&dpr=1&biw=1366&bih=599#img dii=1gRMn8zsGppN7M%3A%3B1gRMn8zsGppN7M%3A%3BzPZykCZlB-We5M%3A&imgrc=1gRMn8zsGppN7M%3A [Accessed 20 March 16].
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FRAGRANCE / REFERENCES
Information references Anonymous (2016) Anxiety UK [online] Available at: https://www.anxietyuk.org.uk/get-help-now/anxiety-information/ frequently-asked-questions/ [Accessed on: 19.03.16] Anonymous (2015) Fragrances - Attitudes towards Fragrances. Mintel. [online] Available at: http://academic.mintel.com/display/746014/?highlight#hit1 [Accessed on: 18.03.16] Anonymous (2015) Fragrances – Executive Summary. Mintel. [online] Available at: http://academic.mintel.com/ display/746014/?highlight#hit1 [Accessed on: 18.03.16] Anonymous (2015) World Population Prospects [online report] Available at: http://esa.un.org/unpd/wpp/publications/files/ key_findings_wpp_2015.pdf [Accessed on: 20.03.16] Anonymous (2014) World Urbanization Prospects [online report] Available at: http://esa.un.org/unpd/wup/highlights/ wup2014-highlights.pdf [Accessed on: 20.03.16] Anonymous (2016) London’s Geography Population [online] Available at: http://www.londonspovertyprofile.org.uk/indicators/ topics/londons-geography-population/londons-population-by-age/ [Accessed on: 20.03.16] Cumming, Ed (2015) Round-The-Clock London [online] Available at: http://www.theguardian.com/uk-news/2015/jul/11/ round-the-clock-london-city-never-sleeps-tube [Accessed on: 20.03.16]
quotes Brand, S (2009) Whole Earth Discipline - An Ecopragmatist Manifesto, London, Viking Press Dior, C, (2016), Dior quote [ONLINE]. Available at: http://www.goodreads.com/quotes/tag/perfume MentalHealth.org (2016) Who is affected by stress? [online] Available at: https://www.mentalhealth.org.uk/a-to-z/s/stress Pessoa, F, (1906), Poem [ONLINE]. Available at: http://arquivopessoa.net/textos/3284
Word Count -- 1050
FRAGRANCE / REFERENCES
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FRAGRANCE / INSIGHT - / CONCEPT